直播电商中的不标准现象分析及标准体系构建

Analysis of Non-standard Phenomena in Live Streaming E-commerce and Construction of Standards System

直播电商发展如火如荼,成为刺激消费、拉动经济增长及创新创业的新引擎,对我国释放双循环发展活力影响显著,但急速发展的背后乱象丛生,亟需从标准化的视角对直播电商进行规范管理。结合直播电商的现有法律法规、标准,从平台、商户服务、主播、基础设施4个方面对直播电商中的不标准现象进行归纳。结合不标准现象及顾客需求,构建直播电商标准体系,为直播电商的良性发展提供参考。

The development of live streaming e-commerce is booming,serving as a new engine to stimulate consumption,boost economic growth and innovation and entrepreneurship,which has a significant impact on the release of the vitality of dual-cycle development in China.However,with the rapid development,it is urgent to standardize the management of live streaming e-commerce from the perspective of standardization.Combined with the existing laws,regulations and standards on live e-commerce,the non-standard phenomena in live e-commerce are summarized in the paper from four aspects:platform,merchant,e-commerce anchor and infrastructure.Combined with the non-standard phenomenon and customer demands,the standard system of live e-commerce is constructed,and the standard specification is established to provide reference for the healthy development of live e-commerce.